Group discussions, in-depth
interviews and observations are the basic approaches to conducting qual
studies. In the past these modes relied entirely on real time, in person interaction with participants. While conventional
approaches still constitute a large proportion of qual research, internet and mobile
technologies are steadily transforming qual. Online qual has
gained wide acceptance, and mobile qual is gaining popularity. There is a
steady transition from real time group discussions
at research facilities, face-to-face interviews and physical observations, to
asynchronous online discussion boards, video diaries, online journals and
blogs.
